promotion campaigns

Posted on by

New markets, new campaign and year-round availability of Kanzi® 

Kanzi® concludes a successful European season - smooth transition to southern hemisphere harvest

One of the world’s leading apple brands Kanzi® recently launched its new media campaign. The new ‘Seduce Life’ campaign targets consumers through radio, television, online banners and supermarkets. It’s one chapter in the ambitious growth plans of this international top three apple brand. Key targets for the coming years are year-round availability, broadening the distribution platform and raising brand preference with consumers. 

Year-round availability 

One of the focus points Kanzi® is working on is year-round supply. Kanzi® is grown both in the Northern and the Southern Hemisphere. Growers are provided with special programs and production specialists are brought together to share knowledge and experience. 

Asia and the Middle-East

In its ten years of existence, Kanzi® gained its place on the shelves. Nowadays there are good opportunities to develop nice year-round programs with partners. Kanzi® is ambitious and is investing in new markets such as Asia and the Middle East. This process takes time. Volumes are reasonable and Kanzi® is prepared for growth. 

Kanzi® SEDUCE LIFE

Kanzi® launched the 2015-16 season with a new consumer campaign reflecting the contemporary Kanzi® approach to today’s consumers: Kanzi® SEDUCE LIFE.
Seduce Life communicates the taste experience of Kanzi®. Seize life by enjoying an everyday moment of luxury, reaching the outgoing, modern and active consumer with a positive mind-set. Kanzi®  wants customers to know that its apples will give them the energy and spirit they need to be successful and happy. A balanced media mix combined with tastings in supermarkets, experiential marketing activities, promotions and on – and offline advertising will immerse the consumer in the new Kanzi® SEDUCE LIFE universe. 

Over the coming years, Kanzi® will focus on promotion, to create stronger brand awareness, and thereby raise brand preference with consumers. The advantage of Kanzi® is that it serves different segments of consumers. As the apple has a balanced sweet tart flavour and is crunchy, it attracts a large audience.

Posted on by

Freshfel calls for fresh ideas to boost consumption

Freshfel Europe stimulates sector to re-think consumption of fruit and vegetables

‘Think outside the box’ and seek creative ways to stimulate consumers to eat more fresh fruit and vegetables – that’s one of the messages from Freshfel Europe’s annual policy event held yesterday in Brussels.

The call comes amid figures from the association which show some consumption of some types of fresh fruit and vegetables has slid considerably.

In a press release, Freshfel said the fresh produce sector should continue to move ahead to stimulate consumption and enhance the positive image of fresh produce, two things that are among its priorities for the year ahead.

Freshfel said that at its annual policy event, several speakers presented creative ways to promote fresh produce. Samuel Levie, from Food Cabinet in the Netherlands, started the day with a presentation on a successful low-budget campaign called ‘Big Bang Broccoli’ as well as a campaign called ‘Power to the Pieper’ to promote the humble potato as a contemporary superfood.

Images from Power to the Pieper video

Daniel Fritz, a social media expert working among others for the European Commission, raised awareness about how the fresh produce sector can profit more by using social media to spread positive messages on its produce. He showed some surprising keywords and recommendations the fresh produce sector can use.

“Consumers are aware of the healthy aspects of fruit and vegetables, but more can be done to promote the fun and positive effects of fruit and vegetables,” said Freshfel Europe president Luc Clerx. In the foreword to the association’s 2015 activity report,

Luc Clerx President of Freshfel Europe

Clerx had strong words for the European Commission, which he said was now “eager to remove the successful school fruit and vegetables scheme.”  He defended the scheme as an essential tool for changing the diet of European consumers in the long run.

Other priorities for Freshfel in the coming year are to encourage the competitiveness of European fruit and vegetables production, to move ahead on food and plant safety and research and innovation, and to enhance trade while also securing efficient health and nutrition policies.

Freshfel Europe is the European Fresh Produce Association and represents the interests of the fresh fruit and vegetables supply chain in Europe and beyond.

Posted on by

Kanzi® apples launches season with a new consumer campaign

Kanzi® apples launches season with a new consumer campaign - Seduce Life

Kanzi® launches the 2015-16 season with a new consumer campaign – Kanzi® Seduce Life – which communicates the idea of seizing life” by enjoying an everyday moment of luxury, reaching the outgoing, modern and active consumer with a positive mind-set,” the company said in a press release.

“We want  customers to know that buying Kanzi® apples will give them the energy and spirit they need to be successful and happy. A juicy and delicious boost for a successful day.”, said Henry Müller, CEO of GKE NV.

A new look and feel for the Kanzi® website was revealed in September and new advertising materials are ready for launch. In the Netherlands, Belgium and Germany, Kanzi® is to hold an engagement campaign, inviting consumers to share their opinion on Kanzi®. A balanced media mix combined with tastings in supermarkets, experiential marketing activities, promotions and offline advertising will be used to immerse consumers in the new Kanzi® Seduce Life universe, he said.

“We want the consumer to recognise Kanzi® as a modern and innovative brand with a high level of integrity, making outstanding apples that don’t just taste good but are ‘Fuelling your natural appetite for more’ and that will ‘Seduce Life’ for a moment.“